% agree
% disagree
GLOBAL AVERAGE
52
83
43
Nigeria
16
India
73
18
China
20
78
Vietnam
23
74
Indonesia
26
72
Kingdom of Saudi Arabia
23
71
Pakistan
24
70
Zambia
30
69
Hong Kong SAR
28
67
Kenya
34
65
UAE
31
65
Bulgaria
33
64
Philippines
35
63
Singapore
32
63
South Korea
33
62
South Africa
36
61
Morocco
33
60
Malaysia
36
59
Brazil
38
59
New Zealand
39
57
Thailand
41
57
Australia
42
53
France
43
52
Poland
43
48
Germany
47
47
Great Britain
45
47
Denmark
44
47
United States
44
46
Romania
51
46
Netherlands
49
45
Dominican Republic
47
45
Colombia
50
45
Sweden
50
44
Peru
53
44
Spain
51
44
Mexico
54
42
Chile
54
42
Canada
51
42
Argentina
53
41
Italy
55
39
Panama
57
38
Belgium
57
38
Guatemala
58
37
Turkey
56
36
Ecuador
59
35
Israel
61
32
Japan
59
32
Puerto Rico
62
32
Greece
66
31
Costa Rica
67
29
To what extent do you agree or disagree with the following statement?
I am generally willing to spend extra for a brand with an image that appeals to me
Base: 48,579 adults aged 16–75 across 50 markets, interviewed online between 23 September and 14 November 2022